Inside Out: Wake Campaign
Campus-wide initiative to compel dialogue, debate, and promote a
spirit of inclusion across the Wake Forest community.
Inside Out: Wake Campaign
Campus-wide initiative to compel dialogue, debate, and promote a
spirit of inclusion across the Wake Forest community.
Concept & Purpose
After seeing the transformational effects of projects by an artist known as JR (TED Prize Winner, 2008), in communities around the world, I wanted to see if we might have a similar impact on our campus – that is, encourage people to think differently about their fellow peers in a more, inclusive and constructive way.
When it came to choosing the subjects for our project, we wanted to make sure we represented the full range of unique people on campus - not just ethnically, but also individual interests and passions.
My Role / Execution
… and that’s what we did.
My Team and I soon realized we couldn’t do this alone. We needed to get more hands on deck if this thing was going to happen.
After Skyping with JR's Team, persuading the provost to let us paste a giant poster directly on school property, and gathering a larger team of 20+ people from all over campus, we were well on our way to completing the first phase of this project.
At last, after a full semester filled with trial and error, long nights at Kinko's, and a lot of caffeine - the pasting, website, and documentary detailing the project were up and running.
Results
JR's team promoted our project as a highlight on their official Facebook page dubbing us an "impressive group" (YAY).
A common response among students and faculty: "Nothing like this has ever been done before."
Within weeks of the project's release, our Facebook page received nearly 6,000 organic views from people in 35 countries and our documentary has been viewed 20,000+ times.
...What was initially a fun, community driven side project, turned out to be far more successful than we could have imagined.
Talk to me campaign
Inspired by Inside Out: Wake
A Project aimed at social engagement starting at the most basic level of every day interactions, with the goal of deeper, insightful dialogue among students.
Talk to me campaign
Inspired by Inside Out: Wake
A Project aimed at social engagement starting at the most basic level of every day interactions, with the goal of deeper, insightful dialogue among students.
Background
The President of the student body was moved by Inside Out: Wake, and decided to dedicate the annual President's Leadership Conference to discussing the issues addressed in our project.
A student committee was then formed and driven by the core messaging of Inside Out: Wake.
My role
Started talk to me — a campaign aimed at continuing the Inside Out: Wake mission — creating a lasting, positive, and inclusive impact on the Wake Forest campus.
Champions of the campaign were then selected, each given 3 pins - one to wear, two to hand out.
The idea behind the pins was to give people a small incentive to branch out, discover new people and ideas, and appreciate our fellow Wake Foresters.
The pin design was then converted to a large scale pasting and positioned in a highly trafficked area on campus (same location as Inside Out: Wake).
Results
A higher than expected response among students.
The committee expanded to over 100 participants who both wore and distributed pins along with spreading the core message of our initiative.
The talk to me concept is now being integrated into Wake Forest's application for admissions.
Mystery Deacon Project
An anonymous social experiment with the sole goal of connecting people.
Mystery Deacon Project
An anonymous social experiment with the sole goal of connecting people.
Purpose
My team and I wanted to utilize our developed experience as artists, budding scientists, and community leaders to continue the efforts of our Inside Out: Wake and talk to me campaigns - that is, create a lasting, positive impact on our campus.
This time, in order to gain raw, unrestricted reactions in real time, we decided to take an anonymous, experimental approach with the mass distribution of a reinterpretation of our school mascot.
We started by designing and anonymously distributing a purposefully ambiguous interpretation of Wake Forest University's Demon Deacon mascot in the form of large and small posters, stickers, and t-shirts.
We were mainly curious about how people would react and interpret the random appearance of our newly designed mascot, and what it might reveal in individuals and the campus community as a whole.
We also wanted to somehow utilize the effects of ambiguity and mystery in our population in a way that would bring unlikely individuals and groups of people together in a subtle, indirect, and unexpected way.
My Role
After causing quite a stir among students, faculty, staff, we decided to engage carefully selected student leaders within a broad range of social circles on campus to represent the new deacon, in the form of a t-shirt.
Our selected ambassadors were widespread in terms of age, ethnicity, personality, greek affiliation, sexual orientation, athletic involvement, and major. In particular, we sought out open minded, inclusive, well intentioned individuals who were well respected within their particular social circles.
When the ambassadors were selected, we asked they not reveal our names or involvement with the project. as well as feign ignorance as to the origin of the shirts.
Then we tasked each with passing out 10 shirts (300 total), to people within their friend group. The shirts were paired with this small tag:
Results
The day selected to wear the shirts, was a sight to behold. The shirts elicited engagement and acknowledgment between many unlikely pairings of individuals. Watching very different people wearing the shirt cross paths and acknowledge each other with a smile or a verbal acknowledgment was one of the most fulfilling experiences I’ve ever had.
Through the calculated mass distribution of posters, stickers, and t-shirts, we were able to effectively generate a strong, collective sense of inclusiveness and school spirit in the Wake Forest community, fulfilling the goals of both Inside Out: Wake and talk to me combined — and then some.
D.E.B. Manufacturing Inc.
Brand and digital-presence for a globally recognized aerospace company.
D.E.B. Manufacturing Inc.
Brand and digital-presence for a globally recognized aerospace company.
Purpose
Re-imagine the branding and web-presence of D.E.B. Manufacturing Inc. — representative of their leading Engineering capability and the quality of their product.
My Role
Understand client and user needs
Establish recognizable branding presence
Mapped user flows
Re-designed UI & UX
Optimized user experience & SEO
Incorporated client feedback
Launched Site
Career Trek Campaign
The Wake Forest Career Trek is an opportunity for undergraduate students to connect and gain direct experience with top, brand name companies around the US.
Career Trek Campaign
The Wake Forest Career Trek is an opportunity for undergraduate students to connect and gain direct experience with top, brand name companies around the US.
Purpose
Develop and expand Wake Forest University Career Trek campaign to promote previously little known program that connects undergraduates directly with brand-name career opportunities.
My Role
Conceived and created a giant, impossible to miss, advertising and flyer campaign to increase awareness of the program.
Results
A 166+% increase in applications submitted (from previous year).
160+ applicants submitted, resulting in a more highly-selective 1-in-3 acceptance rate.
Design Thinking
Design Thinking
Purpose
Design a new educational experience for Wake Forest Students as envisioned in the year 2020.
Concept
There are many great online resources available to students at Wake Forest that are underutilized. Why? Likely, because they are downright hard to use and incompatible with modern hand-held devices.
This small project aims to adapt already existing resources into a modern, multi-compatible format.
Execution
Conducted field-research, testing prototypes among students at Wake Forest University.
Adjusted project goals according to user needs.
Designed a proposal document sufficient for implementation.
Presented prototypes and proposal to the WFU IT department and Silicon Valley Executives working in the tech industry.
Results
Project was well received and steps are currently being taken to improve Wake Forest University online resources.
Commissioned Installation Project
Commissioned by ACC division leading team to redesign a recreational space.
Commissioned Installation Project
Commissioned by ACC division leading team to redesign a recreational space.
Camera Obscura
(…in my undergrad dorm room — because, why not?!)
Camera Obscura
(…in my undergrad dorm room — because, why not?!)
Copper Etchings
Drawings
Architectural Renderings
The goal here, was to create frontal and aerial blueprints of the new Sports Performance Center for reference and funding purposes - which turned out to be a great opportunity to experiment with line art. These designs are included on a number of different platforms, including a website, mobile app, and print collateral.
Architectural Renderings
The goal here, was to create frontal and aerial blueprints of the new Sports Performance Center for reference and funding purposes - which turned out to be a great opportunity to experiment with line art. These designs are included on a number of different platforms, including a website, mobile app, and print collateral.
Rethinking America's Global Engagement
Campaign poster & Sticker Design.
Rethinking America's Global Engagement
Campaign poster & Sticker Design.
Album Cover Art
Album Cover Art
Album Cover Art
A collection of my art.
Album Cover Art
A collection of my art.
Copper Etchings | Architectural Renderings | Drawings | Graphic Design | Product Photography | For Fun
Side Projects & Works in Progress
Honey Label
A gift to friends, donors, and valued acquaintances of Wake Forest University President, Nathan Hatch
Honey Label
A gift to friends, donors, and valued acquaintances of Wake Forest University President, Nathan Hatch
Product Photography
For Fun/Experimental
Camera Obscura!
(…in my undergrad dorm room — because, why not?!)
For Fun/Experimental
Camera Obscura!
(…in my undergrad dorm room — because, why not?!)
Wake Network
Keeping Wake Foresters engaged, one connection at a time.
An E2E rebuild of a core institutional platform.
Wake Network
Keeping Wake Foresters engaged, one connection at a time.
An E2E rebuild of a core institutional platform.
Mission
Create value by meeting users where they are.
Create delightful user experience.
Automate business processes.
Modernize information architecture end to end.
Increase scalability for high quality product output.
Set the standard of Higher Ed product offerings.
My Role
Product Lead & Owner
Defined vision and roadmap.
Led cross-functional team from conception through launch.
Managed resources and stakeholder communication.
Reported to Senior Leadership.
Established a fast pace testing and iterative release cycle.
Defined KPIs.
Led E2E product development through launch.
Results
100% automated account creation
350% user acquisition increase compared to legacy baselines.
Modernized information architecture.
Fully redesigned user-centered experience.
Responsive Design
Full E2E rebuild and Launch
Process
Define the Vision
Defining the vision was critical to gaining momentum across a variety of key business partners and stakeholders. The vision also helped the team maintain a user-centered approach throughout every stage of the product development lifecycle.
Build Team
Gain collaborators - The success of re-building the platform and related products, was reliant on buy-in from our technology departments and the University at large. My team and I succeeded in socializing the core vision and gained consensus across key stakeholders and business partners —demonstrating that an investment in digital products and platforms benefited both business goals and user goals.
Map New E2E Architecture
Automate Business Processes
Train Engineers
Establish Full-stack Workflow
Redesign UX
Prototype, Test, Iterate
Launch
Travel App
Path from airlines to hospitality feature-set
Travel App
Path from airlines to hospitality feature-set
Hotel Details
Upgrade Options
Check-in
Feedback
Flight Details
Local Access
D.E.B. Manufacturing Inc.
Brand and digital-presence for a global leader in aerospace damper technology.
D.E.B. Manufacturing Inc.
Brand and digital-presence for a global leader in aerospace damper technology.
Purpose
Re-imagine the branding and web-presence of D.E.B. Manufacturing Inc. — representative of their leading Engineering capability and the quality of their product output.
My Role
Understand client and user needs
Establish recognizable branding presence
Mapped user flows
Re-designed UI & UX
Optimized user experience
Optimized SEO
Incorporated client feedback
Launched Site
Persona Research
Qualitative & Quantitative Behavioral Research focused on
understanding what drives behavior.
Persona Research
Qualitative & Quantitative Behavioral Research focused on
understanding what drives behavior.
Mission
Develop personas for Wake Forest constituents.
Understand the feelings and motivations that drive behavior.
Determine triggers and connections to leverage.
Develop Wake Forest’s Persona Methodology.
My Role
Defined vision & roadmap.
Co-Led research with Lead Data Scientist.
Pitched to Senior Leadership.
Collaborated with departmental heads to understand information gaps and business process needs.
Conducted qualitative & quantitative research.
Analyzed 6,000,000+ data points & synthesize life-stage segments.
Socialized actionable Persona methodology across departments University-wide and with external institutions interested in replicating our work.
Results
Developed a thorough primary segmentation model for alumni — broader implications than expected
Achieved comprehensive understanding of life context, feelings and motivations that drive behavior.
Now being used to inform business decisions and marketing outreach department - and university wide
External universities are replicating WFU’s methodology.
Awarded CASE, Circle of Excellence | Gold Award.
Process
1 - Define
Identify and articulate challenge
2 - Research
Secondary research
Internal interviews
Behavioral & market research
3 - Synthesize
Segmentation
Demographic data mining
Target markets
Persona stories
4 - Implement
Distribution
Facilitation & coaching
Internal feedback
External results
5 - Iterate
Refine & repeat based on feedback
SPORTS PERFORMANCE CENTER
Architectural line renderings.
SPORTS PERFORMANCE CENTER
Architectural line renderings.
The goal here, was to create frontal and aerial blueprints of the new Sports Performance Center for reference and funding purposes - which turned out to be a great opportunity to experiment with line art. These designs are included on a number of different platforms, including a website, mobile app, and print collateral.
Graphic Design
Select graphic design works for various Communications and External Relations initiatives.
Graphic Design
Select graphic design works for various Communications and External Relations initiatives.
February Frenzy Team Logos
Dupree Gift Card Design
Logo mockups for a student website idea we've been intermittently chewing on.
Honey Label for a Gift from the President's Home
Student Campaign Initiative
A multimedia, longitudinal research project using large scale installations and an informational website aimed at educating students about Wake Will (the campaign for Wake Forest) and its direct relevance in their lives.
Student Campaign Initiative
A multimedia, longitudinal research project using large scale installations and an informational website aimed at educating students about Wake Will (the campaign for Wake Forest) and its direct relevance in their lives.
Purpose
Reduce a general sense of student apathy and misunderstanding around the Wake Will Campaign.
Familiarize future alumni with the purpose and benefits of capital campaigns, using relevant, relatable visual and verbal messaging.
My Role
Define project scope, timeline, and end goal.
Strategically plan, organize and lead team meetings.
Clarify next steps and guide execution.
Conduct research on target users.
Create personas based on target user qualitative and quantitative data.
Develope website concepts, user flows, and wireframes consistent with target user personas.
Design installation art corresponding with target user personas.
Outline budget estimate, create presentation, and facilitate project proposal for funding.
Ensure completion of project and post-project research.
Plan, develop, and execute a Phase 2 initiative using Phase 1 results.
Process
Phase 1 : User Research
Preface: As recent undergraduates, our understanding of the Wake Will Campaign was lacking. In retrospect, we noticed this in fellow classmates, and friends as well.
For this project, our goal was to educate students about the Wake Will Campaign by making its direct relevance in their lives apparent.
In order to do this effectively, we needed to first talk with current students directly to gauge their level of understanding, and shape our project accordingly.
We randomly surveyed 50 students, ranging in graduating class and gender on their understanding of the Wake Will Campaign.
Quantitative responses were given by rating each participant's knowledge of Wake Will between 1 and 3 ( 1 = no knowledge, 2 = general understanding, 3 = well informed). Additional qualitative responses were also recorded, along with comments about the Campaign on social media platforms.
We found that current students did indeed exhibit a lack of clear understanding about Wake Will, with the most common raking falling in the 1 (no knowledge) range.
Conclusion: Most students lack understanding of the Wake Will campaign.
Phase 2: Ideation
Now that we had both quantitative and qualitative evidence of student misunderstanding of the campaign, the challenge then became simplifying the highly complex, constantly shifting amoeba, that is Wake Will, and communicating its essence in a way that was relevant to our target users (i.e. students).
It's one thing to understand something, but it's an entirely different thing to be interested, engaged and communicative about that something.
We wanted to produce this information in a way that was intriguing and relevant enough for students to orient their new knowledge into unprompted casual conversation with fellow students, parents etc.
First, we looked for inspiration in terms of data visualization, and large scale, unavoidable messaging.
Here are a few of our our main sources of inspiration:
Phase 3: Prototype
With our user data and relevant external inspiration in hand, I began constructing prototypes.
My goals were as follows:
Accurately simplify the Wake Will Campaign down to its core components.
Portray a simplified version of Wake Will in a "conceptually- sound" way - in the form of unavoidable large-scale installation pieces.
Provide an additional online informational resource where those who want to learn more, can dig a little deeper. (We found success with this method in our Inside Out: Wake campaign, with over 1,000 new visits within the first few days of launching.)
Phase 4: Test
We are currently in the process of refining our installation and website designs in preparation for the final launch of Phase 1.
Phase 5: Refine & Repeat